How Adidas is building supportive communities and clothing for Asia Pacific’s women
Adidas Asia Pacific is doubling down on its commitments to women in sport launching new events, activities and clothing to support different bodies and fitness activities.
Adidas is building a community of women in APAC
To connect to Asian women, Adidas launched the #BeSupportedBeYou campaign which included a three-day fitness and wellness retreat for influencers from across APAC.
The event, which incorporated mental, physical and spiritual activities, served as the launch for a range of high-performance gear, including bras and leggings specifically for activities such as yoga, HIIT, weight training – in addition to gym and running. The collection features the brand’s widest ranges of sizes to date.
Maneesiam Eua Fua, the brand communications director for adidas Asia Pacific, told The Drum, the aim is to provide women of all body types with greater functionality, comfort, and support across the broad range of fitness activities.
“From the brand’s research, we found 92% of women find it difficult to focus on their workout when their apparel is uncomfortable and ill-fitting and non-breathable apparel can create a multitude of issues for women when training,” says Fua.
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The new clothing range is the result of consultation with consumers through its women in sport communities. Adidas nurtures these through a range of women-led events, such as a recent Women’s Circle event in Singapore and localised versions of the brand’s “With Women We Run” initiative, which aims to make running safer for women.
“We know everyone’s wellness and fitness journey is different and we wanted to support our community of women in Sport on their journey of self-discovery, as well as betterment in Sport and life. Through a carefully curated programme, we aimed to helped attendees discover their best selves, while feeling supported by the community we’ve assembled through a holistic experience.”
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It comes as the brand prepares to launch its sponsorship activity ahead of the FIFA Women’s World Cup 2023, which launches in Australia and New Zealand in July.
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“adidas recently unveiled a global partnership with Common Goal, aimed at driving gender equality in football by supporting grassroots initiatives that increase access to the sport for women and girls, on and off the pitch.”
Adidas partnership includes the Global Goal 5 Accelerator’; an initiative to increase female participation, representation and leadership in grassroots football.
Fua says, “The programme focuses on increasing girls’ participation as well as the proportion of female coaches and female leaders in football for good community programmes, helping to ensure that every girl participant has a female athlete role model in their community.
“We hope to spotlight female footballers and athletes in traditionally male-dominated sports, to inspire more women to further pursue their sport.”